31st October 2025 | IN DESIGN ADVICE | BY SBID Share Tweet Pinterest LinkedIn The SBID UK Interior Design Icons were selected to recognise leading design practices throughout the UK who have consistently displayed exceptional standards within our esteemed industry network. This week’s instalment of the SBID Icon Insights series features Goddard Littlefair. Founded by the visionary duo Martin Goddard and Jo Littlefair, the studio has evolved into a global creative force behind some of the most loved hospitality spaces and residences around the world. Goddard Littlefair Can you share a project that best represents your design style? One project that perfectly captures our approach is the spa and wellness spaces at Raffles London at The OWO. We honoured the building’s history and Grade II listed status, while making it work for guests seeking modern, restorative and luxurious experiences. We introduced rich, layered interiors that reflect its legacy but feel contemporary, inviting, and rooted in the Raffles brand DNA. The result is a deeply transformative experience in the heart of the capital. Goddard Littlefair What steps do you take to stay at the forefront of the design industry? Staying ahead means always being open to change—whether that’s through travel, research, or immersing ourselves in new materials and technologies. We’re constantly looking at how different cultures and industries approach design, taking inspiration from everything from historic restoration techniques to cutting-edge innovations in sustainability. Goddard Littlefair What trends do you see shaping the future of interior design? Clients want spaces that feel thoughtful, enduring, and environmentally responsible, but they also want storytelling and authenticity. The challenge is bringing those elements together in a way that feels seamless and natural. Goddard Littlefair Do you have a signature style or hallmark design approach? We don’t believe in a rigid ‘house style.’ Instead, we design spaces that respond to their surroundings, their history, and their purpose. Whether it’s a heritage restoration or a brand-new development, every project is unique—but always underpinned by craftsmanship, materiality, and attention to detail. Goddard Littlefair How do technology and innovation influence your work? Technology allows us to push boundaries in both design and execution. It’s about enhancing the experience of a space, not just making it look good. We always want to retain a personal, human touch as this is what makes our designs feel layered and unique, but technology that improves our experience and enhances our productivity is no bad thing. Goddard Littlefair What sets your work apart in the industry? Our ability to breathe new life into historic spaces while making them feel contemporary and relevant. Whether it’s a heritage-listed hotel or a new-build concept, we create spaces that feel timeless, not trend-led. Goddard Littlefair Can you highlight one or two of your most iconic projects? Beyond Raffles London, another project we’re incredibly proud of is the Imperial Riding School in Vienna. Transforming a 19th-century military equestrian school and former cinema into a luxury hotel was a unique challenge. We preserved its historic identity and infused it with the spirit of Vienna, creating a total immersive experience for guests. The biggest challenge with historic buildings is how to bring them into the present without losing their essence. Whether it’s structural limitations, conservation restrictions, or navigating modern expectations, it’s about thoughtful intervention—using lighting, materiality, and spatial planning to enhance rather than alter. About Goddard Littlefair Founded by the visionary duo Martin Goddard and Jo Littlefair, our studio has evolved into a global creative force behind some of the most loved hospitality spaces and residences around the world. As an international team we bring a shared vision and the diverse skills to make us leaders in modern luxury design. Our approach dives deep into brand DNA, sense of place, and local culture to create experiences and unforgettable spaces that connect with those that engage with them. We challenge ourselves to create the future cultural touchstones that will become the next generation of luxury hospitality. Visit Profile If you’d like to feature your news or stories on SBID.org, get in touch to find out more. If you’d like to become SBID Accredited, click here for more information.